A list of the things that hinder effective communication.
“We are the best agency for this project, we have the skills, track record, the price is right and the chemistry is there so why are these people not listening to me!?.”
In this modern always on world of ours we are talking, writing, viewing, texting, wrestling (?) all the time, from the moment we wake up, roll over and check the news to the moment you send that last regretful text at night. So you’d think we’d be half decent at it wouldn’t you. Not particularly. People generally hear half of what you say, understand half of that, remember much less and act on very very little. So with this in mind, if getting people to buy us relies on hearing, understanding and acting on how we communicate then surely its in all our interests to know what can inhibit our communications.
Well, in our experience, here are a few genuine barriers to communication it pays to be aware of:
- Credibility
Simply put, we won’t give the time of day to anyone we do not trust, do not think is credible. Establishing these key facets within your communication is key before you try to move onto any act on messages.
- Attention
People have the attention span of a gnat with a lazy eye. We wander, ponder, fiddle and scratch all at the same time as ‘listening’. Well not really, we don’t do we. To counter here are a few tips. Don’t tease, don’t string things out, say the most important stuff first and then repeat it, then develop it, then repeat it. Keep the possibility of external interruptions to a minimum, keep everything relevant, this is so important. If I don’t think what you are saying is worth me listening I just won’t. And keep an eye on your audience, if you think your losing them, then circle back to a summary, ask them a few questions, pull them back in.
- Noise
Anything else thats going on in your air space is ‘noise’ that will mitigate against what you trying to communicate getting through. If the channel your in allows for others to be communicating at the same time, be mindful of conflicting messages, anything that counters, dilutes or weakens what you may be saying.
- Filters
We all have filters, prejudices, proclivities – they could be our ethics, beliefs, even other brands like newspapers for instance, which colour our views on life, love and commerce. All this will effect what we hear and how we hear it. Whatever I maybe saying could easily be distorted or blocked out completely by our inbuilt assumptions and prejudices. To counter this always think of what you want to say, and by definition, what you want people to hear, from there perspective, consider the audience segment and where they will automatically be coming from before you try and lead them to where you want them to be.
- Language
Language barriers will exist even between people who speak the same language. Sector speak, short cuts, jargonese, and those particular ways that professionals speak in certain sectors, lawyers, accountants, marketers, brand consultants (!) – sometimes they really just get lost in their own brand pipelines so to speak, and its easy to fall into those traps yourself. Luckily the answer to this particular barrier is quite simple, always, always speak the language of the audience you are speaking to.
- Dissonance
Only 7% of any particular communication is delivered by the way you speak. If how you say it, your tone and body language is out of sync with what you are saying, then your message and the chances of it getting through will be weakened or worse, contrary behaviours or tone can actually subvert what you are trying to say.